They’re not like us
As learning in the workplace becomes increasingly informal, the motivation of employees to drive their own development becomes increasingly pivotal to their performance.
This is a point that I fear many of our peers fail to grasp.
You see, we love learning. We share knowledge on Twitter, contribute to discussions on LinkedIn, read books, write blogs, comment on blogs, subscribe to industry magazines, share links to online articles, watch videos, and participate in MOOCs. We tinker with software, experiment with new ideas, attend conferences, and join local meetups. We crowdsource ideas, invite feedback, ask questions, and proffer answers. The list is endless.
No one forces us to do all this. We do it because we enjoy it, and we understand that it is critical in keeping our knowledge and skills relevant in an ever-changing world.
The inconvenient truth, however, is that not everyone does this. I’m not referring to some of us in the L&D profession, although that’s an ironic part of the problem. For now I’m referring to a large proportion of our target audience. In a nutshell, they’re not like us.
An embodiment of this concept is the 1% rule. This heuristic maintains that in a typical online community, only 1% of the members create new content, while the remaining 99% lurk. A variation of this theme is the 90-9-1 principle, which maintains that in an online space that empowers users to create and edit content (eg an intranet or wiki), only 1% of the members will create new content, 9% will edit it, leaving the remaining 90% who consume it.
Of course, these ratios assume a participating population; they don’t account for the proportion of the membership that is disengaged with the community. That is to say, not even lurking. And that proportion may be surprisingly large.
In any case, I’m not interested in getting tied up in knots over the numbers. Like 70:20:10, these are merely rules of thumb that reflect a broader truth. I also appreciate that lurking isn’t necessarily a bad practice. The consumption of content is an important element of “learning”. No argument there.
A problem arises, however, when active participation is expected. Consider an ESN such as Chatter: 1% of the organisation won’t adequately reflect the enterprise’s collective intelligence. Or a discussion forum that supports an inhouse training program: 1% of the participants will fall short of the critical mass that is required to develop a rich, diverse and meaningful discussion. In such cases, the vast majority of the SMEs are effectively holding back their expertise, and those with experiences to share are not doing so. Hence the learning experience suffers – even for the lurkers.
Another challenge we face is pre-work – or more to the point: it not being done. Of course this has been a problem for as long as pre-work has existed. However it’s becoming acute for those among us who are trying to implement a flipped classroom model. Value-add activity can not be undertaken when the face time is spent on the non-value add activity which should have (but hasn’t) already been done. It defeats the purpose.
Again, when the expectation of active participation is not met, everyone’s learning experience suffers.
So how can we as L&D professionals change the situation? How can we motivate our participants to participate actively…?
My poll results from Drivers of Yammer use in the corporate sector are somewhat enlightening. Indeed, I have enjoyed some success by getting executives actively involved, as well as by calling on champions throughout the business to push the barrow.
I recently asked a presenter at an e-learning conference what she does when her target audience aren’t actively participating in the discussion forums that she sets up, and she replied matter-of-factly that she reports their reticence to their respective managers. Ouch! but apparently it works.
Natalie Lafferty blogged about a paper recently published by the Virginia School of Medicine, in which they reported dwindling attendance at their flipped classroom sessions…
“In sessions where students could sit where they wanted, they were less prepared as they would typically sit with their friends and would choose their table based on fun rather than who knew their stuff. The session for some served as a ‘social catch-up’, others admitted they watched videos. There was however a difference in approach to team-based learning sessions where students were assigned into groups; they were more likely to prepare as they were more concerned about appearing stupid.”
I call the latter phenomenon “social accountability” and it appears powerful.
Jayme Linton blogged about encouraging her students to do their pre-reading by employing similar techniques such as “speed dating”…
“Speed dating allows students to interact with several peers in a short amount of time. Students talk for a short time (1 or 2 minutes) with a classmate, typically in response to a question or set of questions. After the specified time period has passed, students rotate and have a conversation with another peer.”
Dare I suggest again the major concern of the participants is their social standing?
While all these techniques evidently motivate the target audience to participate, I can’t help but feel a pang of disappointment. Because each of these motivators is extrinsic.
Whether it be ego, fear, politeness or bald-faced sycophancy driving their behaviour, I put it to you that the retirement of the motivating technique by the L&D pro would result in the cessation of that behaviour. By definition, the motivation is not intrinsic and so the participants are relieved of their incentive to continue.
Of course, an alternative is to cultivate the participants’ intrinsic motivation instead. For example, if the content is authentic, relevant and engaging, then that makes it compelling, and that should pull the participants in. However, I put it to you further that even with the most compelling content in the world, it will be worth nil if the participants are not habituated into interacting with it and with one another about it.
Which leads me to consider a hybrid approach: using extrinsic motivators to drive the desired participant behaviour, which is consequently rewarded by an experience that is intrinsically motivating. In other words, scaffolding the informal learning process with a formal structure, thereby driving the behaviour that achieves the outcome that drives the behaviour.
Perhaps over time a sustainable participatory culture will emerge and the need for such scaffolding will dissipate. In the meantime, though, we may have no choice but to dangle the carrot with the stick.
Tags: 1% rule, 90-9-1, active learning, Chatter, discussion forum, ESN, extrinsic, flipped classroom, formal, informal, intrinsic, Jayme Linton, learning, lurking, motivation, Natalie Lafferty, participatory culture, pre-reading, pre-work, pull, push, social, social accountability, speed dating, sustainability, techniques, Virginia School of Medicine, YammerYou can comment below, or link to this permanent URL from your own site.